Customer Experience Matrix

MARCH 12, 2017

It’s true that different departmental applications will probably need the CDP data to be presented slightly differently. But abandoning the large marketing-department segment for the nascent enterprise-buyer segment doesn’t sound like a good idea. So it seems I’ve backed myself into a corner.

Enterprise Management 184

Enterprise Management Work Management Ideal Customer Profiles Marketing Management 184

Customer Experience Matrix

NOVEMBER 9, 2015

In particular, its finding new market segments that clients might enter – something different from simply scoring leads that clients present to it or even from finding individual prospects that look like current customers. This isn’t a new service for Radius but it’s one that only some of the other predictive modeling vendors provide.

Lead Ranking 120

Lead Ranking Lead Scoring Work Management Marketing Automation Services 120

Customer Experience Matrix

NOVEMBER 3, 2018

Decision systems include several categories such as marketing planning and content management, but the most relevant here are analytics, including segmentation and predictive models, and personalization*, which selects the best message for each individual. There are some extra cost and effort involved but in some situations they're worth it.

Marketing Automation Services 325

Marketing Automation Services Work Management Marketing Management Multi-Channel 325

Customer Experience Matrix

JUNE 27, 2014

Reports also show which categories of data are contributing the most to the scoring models: this is more information than some systems provide and is presented quite understandably. Fliptop scores are loaded into a CRM or marketing automation system where they can be used to prioritize sales efforts and guide campaign segmentation.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Reachforce 120

Customer Experience Matrix

DECEMBER 16, 2018

What this means for CDPs is that even vendors who started out simply assembling data or building databases have added applications, typically starting with analytical features such as segmentation, visualization, and predictive modeling, and then moving further towards execution with message selection and experience orchestration.

Enterprise Management 278

Enterprise Management Work Management Marketing Management Marketing Automation Services 278

Customer Experience Matrix

JUNE 17, 2016

They can also define account segments to select accounts for playbooks or reporting. In fact, Strikedeck referred to itself as “customer success automation” in an early discussion I had with them, although they don’t seem to be using that positioning at present.

Automation 120

Automation Marketing Automation Services Lead Ranking Trigger Marketing 120

Customer Experience Matrix

APRIL 11, 2011

The online / offline connection was covered by MarketShare CEO Jon Vein, who presented studies that showed including the “indirect impact” of online display ads can dramatically improve their reported return on investment. I’ve skipped some of the subtleties of the Media+1 product.

Conference 120

Conference Advertising Channels Ad Frequency Ad Exchange 120

Customer Experience Matrix

SEPTEMBER 19, 2016

I delivered my presentation on the history of marketing technology last week at the Optimove CONNECT conference in Tel Aviv. Sadly, the audience didn’t seem to share my fascination with arcana (did you know that the Chinese invented paper in 100 CE? that Return on Investment analysis originated at DuPont in 1912?)

Marketing Management 0

Marketing Management Telemarketing Paid Search Agency Television marketing 0

Customer Experience Matrix

APRIL 12, 2011

This series of posts presents the seven-step methodology we use at Raab Associates, along with related worksheets. In particular, match the scale and sophistication of your marketing operations to the different buyer segments used in the report. Choosing a marketing automation system is a major decision. The first three are below.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Marketing Automation 120

Customer Experience Matrix

FEBRUARY 27, 2013

This is pretty much consistent with a presentation last week by Oracle CEO Mark Hurd, along with Payne and Oracle EVP for Product Development Thomas Kuria. Oracle’s presentation showed they understand this quite clearly, and see exactly how Eloqua contributes to a solution. A true B2C system can accommodate any data model.

Eloqua 120

Eloqua Marketo Marketing Automation Services Marketing Management 120

Customer Experience Matrix

FEBRUARY 7, 2016

I've presented the vendors listed in the two review sites below, grouping them based on which site included them and whether I qualified them as relevant to a quest for an attribution vendor. These resemble attribution except they work at the channel level and are not based on individual data.

Marketing Attribution 120

Marketing Attribution Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 2, 2013

Reports show selection rates by content, segment, or campaign, and can also show the most common topics published and the most commonly selected. It stores customer data in a schema-less system that can make any type of input available for segmentation and reporting, although not to help with recommendations. •

Marketing Automation Services 120

Marketing Automation Services Ideal Customer Profiles Enterprise Management Lead Ranking 120

Customer Experience Matrix

AUGUST 6, 2013

RightWave actually does let marketers import files, create segmentations, and build emails, although few clients do these for themselves. Most of the sales information is presented within the Salesforce.com interface, although users can drill down into details held with RightWave.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Marketing Management Automation 120

Customer Experience Matrix

DECEMBER 28, 2010

I divided the list into six roughly-equal sized segments, representing feature groups that ranged from rare to very common. The final two segments both contained features shared by all small business vendors. In practice, most of the reassigned points will go to basic features which are present in all systems.

Marketing Automation Services 120

Marketing Automation Services Vendors Marketing Automation Automation 120

Customer Experience Matrix

APRIL 13, 2016

Other versions filter the inputs to show maps for specific products, customer segments, or touchpoints within a channel (such as specific Web sites, retail stores, or phone agents). Maps can also compare attributes of different groups, such as customers who advanced towards purchase vs those who dropped out.

Marketing Automation Services 120

Marketing Automation Services Work Management Ideal Customer Profiles Marketing Management 120

Customer Experience Matrix

JANUARY 15, 2010

That is, tailoring large content streams for buyer segments and funnel stages is just too much work for both marketers (who can't afford to create the content and campaigns) and buyers (who don’t have time to read the results). The good folks at Autonomy apparently had similar thoughts.

Multivariate analysis 120

Multivariate analysis Enterprise Management Automation Work Management 120

Customer Experience Matrix

DECEMBER 8, 2011

Importing social data: loading social data into the marketing automation database so it can be used for segmentation, analysis, and sharing with salespeople via CRM integration. The list below presents each vendor with a brief explanation of the table entries.

Marketing Automation Services 120

Marketing Automation Services Work Management Marketing Management Social Media 120

Customer Experience Matrix

AUGUST 22, 2011

This is a corner of the direct marketing industry I haven't examined in depth although it overlaps with lead generation, online advertising, and performance measurement segments I know well. I spent several hours this morning at the Affiliate Summit East in New York. They are the main audience for the show and, thus, of the speakers.

Churn Rate 120

Churn Rate Paid Search Agency Ethics Aggregators 120

Customer Experience Matrix

APRIL 2, 2015

Several presenters diagrammed the actual marketing systems in place at their companies. Just to be clear, it’s finding the best version for an entire audience or segment, not creating different versions for each individual. This gave the technical team the leverage to push back against unrealistic timelines.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

AUGUST 8, 2015

But sometimes you may only have an anonymous cookie or segment identifier that lets you reach them through only one channel and not by name. Similarly, retargeting ads can be used to make hard sales offers or to more gently present brand messages and name-capturing content. Where does it come from? Lots of places.

Intent Data 120

Intent Data Intent Bombora Top of Funnel 120

Customer Experience Matrix

JANUARY 10, 2008

But in reflecting on yesterday's post, I did think of one more way to present the impact of QlikTech (or any other software) on an existing environment. Appearances to the contrary, I do have work to do. This version shows the net change in percentage of answers provided by each user role for each activity type.

Vendors 120

Vendors Software Tagging User-Generated Content 120

Customer Experience Matrix

SEPTEMBER 9, 2009

Thus, social media present a major threat to search advertising revenues. This is about direct contact with segmented groups of customers. The audience in database marketing is still passive, but it's targeted at segments that marketers have some reason to believe are interested. Today it is represented primarily by television.

Social Media 120

Social Media Narrowcasting Media Database Marketing 120

Customer Experience Matrix

NOVEMBER 16, 2011

Present this information in a table with record counts and transaction volumes so it can be used to size and price your solution. This would include segmentation rules, content creation, processing logic, CRM integration, lead scoring, and any other tasks required to run the program.

Work Management 120

Work Management Marketing Automation Services Marketing Management Vendors 120

Customer Experience Matrix

OCTOBER 18, 2006

[x+1] ( www.xplusone.com ) offers some pretty intriguing technology for online conversion optimization—that is, it automatically identifies customer segments based on behavior and demographics and determines the most productive offer for each segment.

Paper 120

Paper Product Banner Ads Banners 120

Customer Experience Matrix

AUGUST 29, 2013

Most clients have multiple profiles for different products or customer segments. This is where its on demand approach comes in handy, since the interface can present information in categories tailored to each client’s needs.

Lead Ranking 120

Lead Ranking Lead Scoring Marketing Automation Services Ideal Customer Profiles 120

Customer Experience Matrix

JULY 10, 2013

By contrast, the fourth trend seems to be driven by recognition that small business presents a huge opportunity. Users can create lists and segments based on all contact properties, activities, email history, and custom fields. Emails are delivered through ExactTarget. There are no real multi-step campaigns, however.

Demand Generation Agencies 120

Demand Generation Agencies Marketing Automation Services Paid Search Agency Small Business Marketing 120

Customer Experience Matrix

OCTOBER 12, 2009

The core of my presentation will be a 5-step measurement maturity model for B2B marketers. That alignment may in fact require campaigns that produce low short-term returns, such as investing in a new product or market segment. This post will give you a brief summary.

Lead Ranking 120

Lead Ranking Planning Lead Scoring Paid Search Agency 120

Customer Experience Matrix

AUGUST 28, 2008

This means I have to nail down how I’ll present the results. Key functions include list segmentation, landing pages, response tracking, and response handling. Now that I have that long post about analytical databases out of the way, I can get back to thinking about demand generation systems.

Demand Generation 120

Demand Generation Demand Marketing Management Generation 120

Customer Experience Matrix

FEBRUARY 12, 2009

Of the other two, lead scoring is primitive at best (I only saw an ability to apply segment tags, which I suppose is all you really need; the company says lead scoring is available “but we don’t advertise it because we haven’t made it easy enough within the software yet”). This is where the real power of Infusionsoft shines through.

Pricing 120

Pricing Price Impressions Marketing Management 120

Customer Experience Matrix

JUNE 19, 2015

Or perhaps people felt that the real barriers to adoption were lack of time and skills, so even a free product would not unlock a large new segment of customers. Users are presented with a free-form canvas to build emails or Web pages, with the usual controls for fonts, colors, inserted images, URL links, etc.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Automation 120

Customer Experience Matrix

FEBRUARY 12, 2007

This series of posts has followed what should seem like a logical progression: using the Lifetime Value figure; using components within that figure; comparing component values over time, across segments, and against forecasts; creating the forecast values with models; and using the models for simulation, planning, and optimization.

Lead Ranking 120

Lead Ranking Lead Scoring Analysis Trends 120

Customer Experience Matrix

MARCH 26, 2007

Somewhat to my disappointment, a quick bit of Googling showed there are many more than two products already present in this space. Any list would include customer profiles, segmentation, testing, response analysis, propensity modeling, and lifetime value estimates (yes that last one is special pleading; sorry, I’m obsessed).

Work Management 120

Work Management Marketing Management Mobile Marketing Software 120

Customer Experience Matrix

JANUARY 18, 2007

The paper has plenty of the usual buzz words (customer advocacy, moments of truth, brand promise) but what stands out is a relatively unfamiliar (to me at least) claim that “emotive attributes…present the greatest opportunity for differentiation in the marketplace.”

Paper 120

Paper Work Management Marketing Management SIC 120

Customer Experience Matrix

JULY 3, 2007

Different marketing activities affect different customer segments, different business measures (revenue, margins, service costs, satisfaction, attrition), and different time periods (some have immediate effects, others are long-term investments).

Planning 120

Planning Marketing Budget Creation Correlation Work Management 120

Customer Experience Matrix

MAY 24, 2009

Much of the conversation related to my blog post of the day before , which argued that self-adjusting statistical models will replace manually-generated business rules for alerts, lead scores, segmentation and message selection in demand generation systems.

Demand Generation 120

Demand Generation Enterprise Management Marketing Management Demand 120

Customer Experience Matrix

FEBRUARY 2, 2010

This attitude leads to highly structured, finely segmented campaigns and carefully-plotted, rules-driven interaction flows which make the best possible use of whatever data is actually available. Again, this is a matter of degree: deciding which choices to present itself requires predictions about which items the customers will prefer.

Database Marketing 120

Database Marketing Work Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

JANUARY 8, 2007

This presents a mirror image of my comments from last Friday: it argues that brand marketing itself is becoming more like relationship marketing.

Brand Identity 120

Brand Identity Branding Lead Ranking Paper 120